If imitation is the sincerest form of flattery, I suppose as independent retailers we should be pleased that Target is rolling out a new concept called The Shops at Target on May 5.  They even took out six pages of advertising in O: The Oprah Magazine to promote this innovative idea. (Would anyone like to take a guess at what that cost?)

In its short video about this concept, Target explains that The Shops at Target is an installation of small, independent retail “outposts” in Target stores around the country.   According to Reuters, Target unveiled the concept in New York in January. Items from boutiques including Boston’s Polka Dog Bakery, Miami’s The Webster and San Francisco’s The Candy Store will be sold in Target and on its website for six weeks, to be followed by a new collection in the fall.

This move is an effort on Target’s behalf to differentiate itself from other big box stores and web sites, and to reinforce its identity as a source of trendy merchandise.  It is also a move to align its brand closer with locally owned independent stores.  The four U.S. retailers to be featured in the first roll-out of The Shops at Target are each carefully identified with a specific geographic location (i.e. Boston, Miami, Connecticut).  It is, after all, locally owned businesses that help make a community unique. And although Target is national, it knows the benefit of a local focus.

What is in it for the four stores being featured?  They are gaining national recognition for their design style, of course, and will continue to do business in their original locations. The products being sold in Target are based on the product mix in the shops, but are specifically created for Target at a price-point that the Target shopper finds appealing.

The fact that the collections are only available for a limited time is a key component in The Shops of Target concept.  This creates a sense of urgency and exclusivity, although it isn’t clear what will happen if the goods created for Target haven’t sold out by the time the shops are to be replaced.

I don’t think that you’ll see our store as one of The Shops at Target in the near future, but who knows — Polka Dog Bakery may find this a stepping stone for great success for both their store and their red polka dot sponsor.

Happy Retailing,

Carol “Orange” Schroeder